October 7, 1998

To:Toronto Community Council

From:Commissioner of Urban Planning and Development Services

Subject:327 Lonsdale Road, Application No. 998069: Request for approval of variances from Chapter 297, Signs, of the former City of Toronto Municipal Code, upon application by Thomas Smith/Mediacom Inc., 377 Horner Avenue, Etobicoke, Ontario, M8W 1Z6 on behalf of Arthur Rockert, 325 Lonsdale Road, Toronto, Ontario, M4V 1X3.(Midtown)

Purpose:

To review and make recommendations respecting an application for variances to permit one encroaching illuminated fascia sign facing a street for third party advertising at 327 Lonsdale Road.

Source of Funds:

Not applicable

Recommendations:

That City Council approve Application No. 998069 respecting minor variances from Chapter 297, Signs, of the former City of Toronto Municipal Code to permit one encroaching illuminated fascia sign for third party advertising at 327 Lonsdale Road.

Comments:

The property is located on the south-east corner of Spadina Road and Lonsdale Road, in a mixed use (Commercial-Residential) district. The property accommodates a two storey commercial building with a bakery on the first floor and a travel agency and a beauty salon on the second floor.

The applicant is requesting permission to install an encroaching illuminated fascia sign on the north elevation of the building for the purpose of third party advertising (see Figure 1). The sign has a length of 3.66 metres and a height of 2.44 metres, with an area of 8.93 m².

The sign does not comply with Chapter 297 of the Municipal Code in the following way:

1. The sign will not identify a business within the building.

The variance occurs because the sign would be used for the purpose of third party advertising. The Municipal Code only permits first party advertising signs to face onto a public street.

The applicant currently has permission (permit # 402583- issued on October 7, 1997) to place a 13.4 m² illuminated mural sign for the purpose of third party advertising. The applicant wishes instead to install a 8.93 m² illuminated fascia sign for the purpose of third party advertising. The proposed illuminated fascia sign will replace the existing 12.0 m² illuminated fascia sign which advertises various suppliers of the Holidays Unlimited travel agency and it looks like a patch work of various smaller signs. It is my opinion that the proposed sign will enhance and not negatively impact the streetscape and surrounding uses.

I am recommending approval of this application, in this instance, as I find the variance requested to be acceptable.

Contact Name:

Norm Girdhar

Telephone: (416) 392-7209

Fax: (416) 392-7536

E-Mail: ngirdhar@city.toronto.on.ca

Beate Bowron

Director, Community Planning, South District

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